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Drive up to McDonald’s and unlock Burger King’s one-cent whopper via the Burger King app. (Image from adweek.com)

Tom Carroll’s Strategy of the Week

December 7, 2018

Burger King had a problem - sales were down and people weren't downloading its app. So it came up with a new promotion. The ONE CENT WHOPPER. But how you get it is the creative part. If you are within 600 feet of a McDonald's, you can download the BK app and qualify for a one cent Whopper at Burger King. You qualify and then get directions to the nearest Burger King. In this way Burger King gets McDonald's clients to come over to BK and download the app too for future promotions. About 50,000 people have taken advantage of the promo so far, twenty times more than any other promotion it's done. And the Burger King app has moved to #1 on Apple's App Store. It's been a huge success. The deal is valid near 14,000 McDonald's locations, but no word on how Mickey D's feels about it.